Brand In Action: More Than A Branch

GR Consumers Credit Union: Bold First Impressions

GR Consumers CU's branch in Wyoming, Michigan shows how a heavily branded space can energize a space and members from the moment they step through the doors. Bright colors and brand elements, an open footprint, and integrated technology work together to create a welcoming and exciting atmosphere. Rather than specific spots in the branch being tied to their brand, GRCCU integrated their brand throughout the entire space providing a sense of consistency and cohesiveness.  

Climb Credit Union: Locally Influenced Branding

Climb Credit Union's branch in Colorado Springs, Colorado proves that branding can be bold and contextual. This microbranch embraces its natural surroundings, incorporating biophilic design elements that reflect the landscape while reinforcing the institution’s brand. Natural textures, organic materials, and environmental graphics create a seamless connection between the interior and exterior. Branding doesn’t compete with the environment, it complements it. Despite its smaller footprint, the space feels intentional and impactful. Every element is thoughtfully placed, ensuring that the brand remains present without overwhelming the experience. 

Citizens Bank: Balancing Innovation and Tradition

Citizens Bank's new branch in Muskego, Wisconsin demonstrates how branding can evolve while still respecting a more traditional bank footprint. This branch is open concept, but maintains the traditional aspects like private offices and a teller desk that customers appreciate and feel familiar with. Messaging is thoughtfully integrated throughout the space, reinforcing this bank's values of community and trust.

 Each of these projects approach branding differently, through bold color, symbolism, or mission messaging. Even though they seem vastly different, these projects have a common thread: their branding is intentional. Branding is most effective when integrated into a space and experience, not when it feels like a thrown-together afterthought. As financial institutions and the consumer continue to evolve, the branches that succeed the most will be the ones that are curated for consumers.